Vitro has launched a new brand identity rooted in the tagline “Together, We See Further.” At a formative moment in Vitro’s evolution, the new brand represents a renewed commitment to partnership and innovative, long-term thinking—philosophies that have been central to the company’s success for over a century, reads a company release.
“We’re staying true to what has made us an industry leader,” says chief executive officer Adrian Sada Cueva. “The power of partnership remains our greatest asset. We have a reputation for working together and looking ahead to develop the next generation of innovative glass solutions. Now, that reputation becomes our identity.”
In addition to the new brand message, the refresh is also centered on a new visual identity and logo, as well as new mission, vision and values statements.
The brand launch signals a new era for the Mexico-based manufacturer. In recent years, Vitro has doubled in size due in large part to investments made in the U.S., including the October 2016 acquisition of PPG’s architectural glass business unit, PPG Flat Glass, and the March 2017 acquisition of automotive original equipment manufacturer (OEM) glass business, Pittsburgh Glass Works (PGW). Vitro currently operates ten glass float lines across the enterprise, and its seven U.S. glass float lines include five operated by Vitro Architectural Glass and two operated by PGW.
“With collaboration as our constant, we have made great progress in recent years,” says Sada Cueva. “Today, with a stronger, more global leadership position, our new era demands a new commitment to our customers and partners.”